Let’s talk about frizz, we’ve all dealt with it and know that it sucks. Whether it’s humidity, a hot day, or just getting caught in fierce wind, frizz loves to crash a party. Luckily, amika is about to release a new anti-frizz line that promises to keep you looking cute for up to 72 hours. I got an exclusive sneak peek at their rooftop launch at the NoMo SoHo Hotel.
Held in the bright and spacious penthouse, the vibe was colorful, relaxed, and perfectly on brand. Guests were treated to light bites, refreshing drinks, and a gift bag full of amika goodies (yes, I’m already using mine!). As an added bonus, I had the opportunity to catch up with amika Pro Artist, Rashuna Durham. She gave me the full rundown on the brand’s newest must-haves: Frizz-Me-Not Hydrating Anti-Frizz Treatment, and its partners in crime, Forget Frizz Shampoo and Conditioner. According to Rashuna, this trio isn’t just about smoothing – it’s about lasting results. “Your style stays locked in for up to 72 hours — or however long you go between washes,” she said. “My clients often last a week!”
“This spray right here is about to be your new bestie,” Rashuna said, holding up the Frizz-Me-Not like the haircare MVP it is. “It’s heat-activated, so if you’re doing a silk press, you’ll get the silkiest hair ever.” For textured hair being worn in its natural state, she recommends diffusing to get the full frizz-fighting effects.
She also dropped a stylist-approved hack: If you’re on set or backstage and don’t have time for a full wash, mist the hair with water, work Frizz-Me-Knot through it, and blow dry it. The heat will activate the product and still work its magic, even without a full wash.
What sets this product apart? “This spray has one job — to fight frizz — and it does it well,” Rashuna explained. “And with amika, every product delivers. When they say ‘all hair is welcome,’ they mean it. I’ve used it on every hair type in my salon.” She loves that amika products can be mixed and matched to fit each client’s needs. “It’s like writing a hair prescription,” she joked. “You don’t have to stick to one line — combine what works.”
As for what’s coming next? “I can’t say much,” Rashuna teased, “but just know, we’ve got some fun surprises on the way.” Her final words about amika: “Try one product. That’s all it takes. You’ll be sold. With amika, everything is clean, effective, and made for everyone — even the planet.”
Will you be giving this frizz fighter a shot, besties?
XOXO,
Your Beauty Bestie
